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I’m seeing too many new coaching websites where it’s clear the coach has not yet nailed down their niche — that’s a viable audience and concept centered around that audience’s BIG problem that they are actively seeking solutions for. Sorry to say, if you want to be successful, you will have to redo that website once you’ve nailed your niche.
On those websites, I’m seeing either:
- No lead magnet but instead an offer for a free call high up on the website. Truly, offering a free call as a first offer is like asking a first date to meet your parents. It’s too much too soon. There’s a better way.
- Or a lead magnet that with a Google search for the topic would turn up hundreds of thousands of articles on the same concept. So not unique enough.
And that’s what this episode is about – what I call coachey lead magnets that won’t build the kind of trust you need to attract ideal paying clients.
In all the time I’ve been an entrepreneur, I’ve downloaded hundreds of freebies.
I’ve gone seeking solutions to specific problems, found websites and lead magnets that seem to address my problem.
I give my name and email, somewhat begrudgingly I must say, and faithfully go through the process to download my prize.
I’ll be honest, I can still count on one hand the free offers that have provided real insight, delight or a sense of desire to pay for the services of the person who wrote the freebie. And in each of those cases I did hire them.
But really, 5 out hundreds. That’s not good odds.
Is that your experience too?
So what do you do then? If you’re like me the lead magnet goes quickly into the trash and with the next email I receive from that person, I’m unsubscribing and feeling like I’ve just swept up the messy crumbs of an unsatisfying snack that wasn’t worth the calories.
Obviously, you don’t want THAT to be what happens with the people who opt in for your freebie.
5 Goals Your Coaching Freebie Must Achieve
Look, your goal isn’t just to get the name and email of a person in your target audience. It’s to keep those people on your list long enough to build a sense of trust. You want them to perceive you as a credible solution to their specific problems and desires.
So you have to think this through before you throw any old freebie up on your website.
- How will you entice them to opt-in? (More about this in future episode. Clue: It’s partially about titling)
- How will you inspire them to at least skim but hopefully read most of your lead magnet?
- How will you deliver UNIQUE insights, tips, tools or simple exercises that will impress them?
- How will you make them want to read your About copy and make yourself credible?
- How will influence them to take a next step with you without being salesy?
In my 5 month VIP Coaching Business Breakthrough program, I collaborate with coaches to help them create a memorable lead magnet that does all 5 of these things. It’s not easy, but it’s absolutely doable and I have a process.
Most Coaches Freebies Miss the Mark
The initial free offers most coaches create early on tend to be too coachey. By this I mean they are on typical coaching topics like:
- work/life balance
- imposter syndrome
- life purpose
- goal setting
These are topics all coaches enjoy coaching about. And while there is no doubt that you could provide value on one of these topics, this information is out there on the internet in millions of hits.
So it might be a good idea before you create your lead magnet content that you Google the topic and see how much there is out there about it.
3 Ways to Increase Uniqueness in Your Coaching Lead Magnet
Now, there really isn’t anything wholly new under the sun. But that doesn’t mean you can put your own spin on a well-worn topic and make it highly relevant to your audience. Here are 3 ways to dial in uniqueness:
- Base your lead magnet on your audience’s specific big problems and goals, not what you think they need and want.
- Contextualize your freebie by making the language fit with their unique circumstances. (If your target audience and niche are narrow enough this won’t be hard to do.) Use key words.
- Develop your own models and simple jargon to illustrate your points.
This last one requires you to tap into your own brilliance and think outside the box. You want to stop regurgitating what you’ve read and learned and instead integrate it into your own concepts and language.
I’m always deeply gratified when I talk to a prospect interested in my Signature Program and I can tell they’ve actually read my lead magnet and are listening to my podcast episodes because they are using terminology I’ve coined.
Yes, you can coin new terms and concepts! But don’t do this until you have nailed your niche — that is Step #1 for your coaching business!
Want more help for developing your lead magnet? Go to episode #124 to find there 6 powerful questions you can ask yourself about lead magnets to help you get on the right track. And I also talk on that episode about whether you really need a lead magnet and leads list.